Hit Makers

The top 1 percent of bands and solo artists now earn about 80 percent of all recorded music revenue.

Indeed, many of us suffer from ideological “burn-in”—the unfortunate imprinting of biases from stories and exposure.

Audiences like art that gives them the jolt of meaning that often comes from an inkling of recognition.

“For every great song that makes it into the charts and has months of airplay, there are a hundred other songs that are just as good, if not better, which, if sung by the right artist with the right marketing, would be a smash hit,” SoundOut’s Courtier-Dutton said. “It is absolutely, categorically true that there are thousands of songs out there th

This way of predicting tastes by aggregating millions of people’s preferences is known as “collaborative filtering”—collaborative because it takes many users’ inputs, and filtering because it uses the data to narrow down the next thing you want to hear.

“Every bit of consumer research we’ve ever done shows only one consistent thing: Radio is the number one driver of sales and the biggest predictor of a song’s success,” says Dave Bakula, senior vice president of analytics at Nielsen, which tracks music sales and airplay. “You almost invariably see the biggest songs hit radio first, then pick up [in

In just the past thirty years, the number of books published worldwide has sextupled, exceeding three million new titles annually. The number of original scripted television shows and movies has similarly grown by a factor of six since the 1980s in the United States alone. You may add to that teetering pile of unread books, unwatched films, and unf

A book that sells one million copies in a year in the United States is a runaway bestseller—that 99 percent of the country didn’t buy. If ten million U.S. households watch a new show, it’s a smash hit—that 90 percent of households never saw. If fifty million people buy a ticket to see a film, it’s the year’s biggest blockbuster—which more than 80 p

This is the first thesis of the book. Most consumers are simultaneously neophilic—curious to discover new things—and deeply neophobic—afraid of anything that’s too new. The best hit makers are gifted at creating moments of meaning by marrying new and old, anxiety and understanding. They are architects of familiar surprises.